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“It’s their world, live in it”

Australian secondary schools can often be out of step with current cultural conversations. The authoritative control wielded by these educational establishments is perfectly symbolised in the enforced conformity of the school uniform. The very idea of the school uniform sits at odds with the ethos of the students in Heartbreak High and the progressive, expressive mindset of the younger generation who will watch the show.

Amplify developed the campaign’s creative platform, “It’s their world, live in it”, as a simple yet unexpected play on the trending internet phrase. The platform establishes that Heartbreak High is unlike the ordinary–inviting the audience to enter a new space and join something special.

In the show, students are free to be authentic and express themselves through style–no uniform or stereotypes to hold them back. The strategy was to bring the aspirational world of Heartbreak High to life in a way that taps into the self-expression and acceptance that our audience is searching for.